Session 8 sumarry

Session SummaryUnderstanding, Communicating

to Customers

v56 Marketing Management Session #8: January 27, 2011

I-PLAY Nyel Berroya

www.danielberroya.blogspot.com

1. Nyel and Marika reported 20yr marketing personal plan

2. Discussion on “miscommunication can be embarrassing & costly” about “true marketing errors.”

3. What is IMC (definitions)? Why and how to be effective?

Outline:

What we did?


4. Research helps us understand our customers “we watched video clip of some of many ways understanding your customers”

5. The class shared insights regarding the different types of qualitative research.

Outline:

What we did?


6. Discussed briefly computation midterm grade.

7. Next week will discuss the 10 steps marketing plan

Outline:

What we did?


Task # 1

Reported 20yr marketing plan per group…


Task # 2

Caused by Language barriers


Task # 3

Failed Marketing Ad due to miscommunication


Task # 4

Definition of IMC…


Task # 5

Effective IMC model


Task # 5.1

21st century IMC “mix” by Kotler


Task # 6

Watching the video on how to understand customers


1. FGD – focus group discussion2. Depth interview3. Home visit4. Mystery shopping5. Observed shopping6. Accompanied7. Guerilla interview8. Diaries

Task # 7

Each group defined qualitative research…


Task # 8

Midterm grade computation and URL


https://docs.google.com/spreadsheet/ccc?key=0AjXphYDIJ9dgdFlCT2lkakx2T3BhUXNxbHYwSGhic2c&hl=en_US&pli=1#gid=9

Task # 9

Next week discussion is making your “10 step marketing plan”


http://www.josephdeungria.com/2011/04/de-ungria-10-step-marketing-plan-group.html

Session SummaryUnderstanding, Communicating

to Customers

v56 Marketing Management Session #8: January 27, 2011

I-PLAY Nyel Berroya


Business

Session 8 sumarry